Strategic Marketing

A powerful marketing function determines half of the success in corporate profitability. The traditional “4P” framework (Product, price, place, promotion) is no longer enough for survival in a “globalized” competition, as the comprehensive marketing management workflow has taken the place instead. It starts from studying the targeted customer groups’ needs and wants, followed by market segmentation, positioning, product / service portfolio assessment, pricing, management of distribution channels, eventually to marketing communication, brand building, CRM and enhancement of customers’ loyalty. We guide clients all the way to build the tailored marketing management system, including (but not limited to) proposal of strategic project, feasibility study, enhancement of customers’ values, analysis and building of product portfolio, analysis and building of strategic distribution network and channels, research on market perception to the brand, formulation and application of management tools and models.

Proposal of Strategic Project

Having studied and considered client’s internal and external resources, we shall make proposal on direction and strategic goals of development, together with analysis on industry’s prospect, competition, geographic coverage, client’s core competence, products and their application, market share and the forecast of the global trend etc. We would suggest the concrete implementation of strategic projects.

Feasibility Study

Parallel to the proposal of strategic project, we also submit the related feasibility studies including assessment of market potentials, cost and benefit analysis, so that clients are provided with sufficient information to select the strategic projects which fit them most and to allocate resources accordingly.

Enhancement of Customers’ Values

Studying on customers’ selection criteria, consumption habits, as a ground for improvement in product quality, sales process, supporting service etc. to enhance customers’ values (for instance, product quality, attentive service, trendy style, convenience, selection range of products).

Analysis and Building of Product Portfolio

Establishing a regular mechanism to collecting market information for analysis on cost, pricing and the industry trend, in order to build and persistently maintain the product portfolio with most edge and market potential.

Analysis and Building of Strategic Distribution Network and Channels

Analyzing on efficiency and effectiveness on distribution outlets and channels (For instance, operation cost, target customers, competitors, turnover, brand image, importance in acquiring market share etc.), for building the most powerful distribution network.

Research on Market Perception to the Brand

Through meeting with clients, we integrate theories and industry experiences to tailor various marketing management tools and models e.g. Mystery Shoppers assessment, Six Sigma system, Balanced Scorecard assessment, in order to make analysis and solution of marketing problems more effective, contributing to a higher customer satisfaction level.

Formulation and Application of Management Tools and Models

Through meeting with clients, we integrate theories and industry experiences to tailor various marketing management tools and models e.g. Mystery Shoppers assessment, Six Sigma system, Balanced Scorecard assessment, in order to make analysis and solution of marketing problems more effective, contributing to a higher customer satisfaction level.